The real challenge for the food industry is in discriminating between fads and trends
The dominance of the health agenda in food is leading to a “massive increase in faddy products” that hold no long-term value, two food innovation experts have warned.
Fake information and overselling is everywhere, but products were being accepted by a consumer base that knows no better, Jonny Bingham and David Jones claimed.
The pair believed there would be a glut of “faddy” products appearing in retail throughout the year, beginning with a fight over the next trend in water.
“Expect to see branded ‘tree water’, grain-based drinks and several others all vying to be the next big thing,” they said.
“There have also been predictions of an increase in purple varieties of vegetables, following on from a minor media presence.”
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